Hugo

Fall 2023 Ad Campaign

Review of Hugo Fall 2023 Ad Campaign by Creative Director Trey Laird of Agency Team Laird with Photographer Stuart Winecoff with talent Bella Poarch, Chase Hudson, Chiara Hovland, Ashley Moore, Lola Clark, and William Ernult 

In 2022, HUGO embarked on a rebranding journey, championing the #HUGOYourWay motto, a testament to individualism and self-expression. This Fall/Winter season, the brand advances its narrative by fusing the realms of music and fashion, showcasing the symbiotic relationship between sound and style.

HUGO’s foray into music reflects its innovative spirit, emphasizing that music’s rhythm can evoke as powerful a sentiment as fashion does. With notable artists at the forefront, the campaign celebrates a thrilling convergence of performance and self-expression.

In the digital landscape, HUGO’s presence on platforms like Instagram, TikTok, and YouTube aims to be formidable. Leveraging the influence of renowned global figures, the brand’s narrative will be amplified, weaving together music, fashion, and compelling storytelling.

The Fall/Winter 2023 campaign exudes a palpable energy, underscoring HUGO’s ambition to amalgamate the vivacity of music with its brand essence. With a dynamic musical backdrop and a seasoned creative team steering its vision, the campaign is poised to offer audiences a transformative experience.

Artistic Direction | Trey Laird
Agency | Team Laird 
Photographer | Stuart Winecoff
Talent | Bella Poarch, Chase Hudson, Chiara Hovland, Ashley Moore, Lola Clark, and William Ernult 
Music |  ‘Body Wan Shake’, performed by Freq Motif x Magugu


Mackenzie Richard
Editorial Director | The Impression
Mackenzie Richard, our Editorial Director, embarked on her career with a primary focus on art industry marketing, representing renowned artists including Sol LeWitt and Jean-Michel Basquiat. Over time, her path led her into the roles of an art director and editor, where she now oversees The Impression's editorial and art teams. Leveraging her distinctive background in art and literature, Mackenzie provides critical insights into creative, design, and brand strategy while extensively covering runways globally.
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